B9610-001: (PhD) Marketing Research Seminar
T - Full Term, 12:30PM to 02:00PM
Instructor: Donald Lehmann
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This course, designed primarly for Ph.D. students, examines research and research methods in several areas including meta analysis, response to new products, satisfaction, brand equity, customer value, multiple choices and decision makers, and the financial impact of marketing decisions as well as qualitative research. Participants read and discuss academic articles and prepare proposals for future research.